Anggraeni, Dina (2026) Pengaruh Kenyamanan, Kehadiran Sosial, dan Kemudahan Penggunaan pada Chatbot Terhadap Niat Pembelian di Tiktok Shop dengan Kepuasan sebagai Mediasi. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to examine the effect of perceived comfort, social presence, and perceived ease of use of chatbots on purchase intention in TikTok Shop, with satisfaction as a mediating variable. This research employed a quantitative approach using a survey method. Data were collected through an online questionnaire using a 7-point Likert scale distributed to 108 TikTok Shop chatbot users in Surabaya. Data analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS software, including outer model and inner model testing. The results indicate that all variables have positive and significant effects. The R² value for satisfaction is 0.688, meaning that social presence, perceived ease of use, and perceived comfort explain 68.8% of the variance in satisfaction. The indirect effect of social presence on purchase intention through satisfaction shows a p-value of 0.028 (t-statistics = 2.205; original sample = 0.066). Perceived ease of use has an indirect effect on purchase intention through satisfaction with a p-value of 0.012 (t-statistics = 2.528; original sample = 0.106). Perceived comfort also shows a significant indirect effect with a p-value of 0.022 (t-statistics = 2.306; original sample = 0.069). Positive Q² values and a large Goodness of Fit (GoF) indicate strong predictive relevance and model fit. Keywords: Social Presence, Perceived Ease of Use, Perceived Comfort, Satisfaction, Purchase Intention, Chatbot, TikTok Shop
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 380 - COMMERCE, COMMUNICATIONS & TRANSPORTATION 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 381 - COMMERCE 600 - TECHNOLOGY > 600 - 609 TECHNOLOGY > 600 - TECHNOLOGY |
| Divisions: | Bachelor of Management |
| Depositing User: | DINA ANGGRAENI |
| Date Deposited: | 20 Apr 2026 01:48 |
| Last Modified: | 20 Apr 2026 01:48 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11989 |
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